1. How long before we see results?
Public relations is a long-term discipline, although quick opportunities are frequently available, particularly online. Early efforts often focus on strategy development, message refinement, long-lead media outreach, and relationship building. Meanwhile, media coverage can happen quickly in some cases, particularly if the firm has timely or newsworthy information to share. In general, most successful PR programs build momentum over time. We generally encourage clients to think in terms of months rather than weeks.
2. Can you guarantee coverage—or specific outlets?
No reputable PR firm can guarantee media coverage. Journalists ultimately decide what they cover and where stories appear. What we can guarantee is thoughtful strategy, targeted outreach, strong storytelling, and a proactive effort to identify opportunities that align with a client’s goals. Leveraging editorial backgrounds, we understand media’s requirements and deadlines and function as a trusted source of compelling content.
3. Can we see media coverage before publication?
In most cases, no. Journalists maintain editorial independence and generally do not share articles for review prior to publication. We help ensure that the most accurate information goes out by providing background materials, fact-checking requests, and access to relevant sources. Final editorial decisions remain with the media outlet. If a piece appears with factual errors, we request corrections promptly. The trade-off is that the firm’s project or insights benefit from the implied third-party expert endorsement.
4. Do we get to approve what you say about us?
Yes. We work collaboratively with clients to develop key messages, talking points, press materials, and other communications. While media coverage itself remains independent, we do not distribute quotes, releases, or official statements without client review and approval (and often the same from your clients).
5. What is media training? Why does a client need it?
Media training helps individuals communicate clearly, confidently, and effectively in interviews, public appearances, and other high-profile situations. It provides tools for staying on message, responding to difficult questions, and presenting information in a way that is engaging and understandable. Even experienced speakers can benefit from preparation and practice.
6. Can you share your contact list?
No. Media relationships are a core part of what clients hire us for and are developed over many years through trust, consistency, and professional credibility. We are always happy to discuss our outreach strategy, target audiences, and the types of media we engage, but our contact lists remain proprietary.
7. Why do I need social media?
Social media allows organizations to communicate directly with audiences without relying solely on third-party media coverage. It provides an opportunity to reinforce key messages, showcase expertise, highlight accomplishments, and stay visible between major announcements. Social media is most effective when viewed as part of a broader communications strategy rather than a standalone marketing channel.
8. Why do we need good photography?
Photography is often the first thing an editor, peer, or prospective client sees. Photography should be considered an investment rather than an expense. At the end of the project, it is all you have. Strong visuals increase the likelihood of media coverage, improve social media performance, strengthen presentations, and help communicate quality and professionalism. In some cases, excellent photography can heighten the value of excellent architecture. It’s important to get a variety of views to satisfy different uses—portfolio, website, publication. For instance, horizontal images are optimal for websites, but only offering horizontals to a publication doesn’t give as many options for a dynamic layout. As well, with strong vertical views, there’s the possibility of landing a print cover. Further, videography can help secure and increase media coverage. It also provides social media assets and a platform for AEC professionals to discuss their work.
9. Why is it important to have a client point person to work with the PR agency?
A designated point person helps streamline communication, coordinate approvals, gather information, and keep projects moving efficiently. Without a clear internal contact, even simple tasks can become time-consuming and delay progress. A strong point person helps ensure that opportunities are pursued quickly and effectively. Timing and turnaround are extremely important as media are often on short deadlines.
10. How can you help us win business?
Public relations helps build credibility, visibility, awareness, and trust over time, presenting your work and knowledge to potential clients. If a potential client does not know you exist, then it can’t hire you. In effect, PR is the rim of the marketing funnel, feeding business development. PR is generally not viewed as a quick route to immediate business development. It’s rare that the message, the audience, the need, and the timing all come together at the same time. We urge our clients to leverage their media hits by posting on social media and their websites and including them in newsletters.
11. How will/does AI fit into the picture?
AI is already becoming an important tool within communications, helping with research, analysis, brainstorming, and certain forms of content development. However, successful communications still require human judgment, strategic thinking, creativity, relationship management, and editorial oversight. We view AI as a tool that can enhance our work and make it more efficient, not replace it.
12. Why do we need PR professionals when we can just use AI?
AI can generate content, summarize information, and assist with research, but it cannot build relationships, exercise meaningful editorial or aesthetic judgment, develop trust with journalists, or understand complex organizational dynamics. Effective public relations depends on strategy, experience, and human relationships. AI can support the process, but it cannot replace it.
13. How do you handle crisis or negative press, and does that require a separate agency?
Our firm is equipped to assist with crisis communications, reputation management, and negative press situations. Depending on the complexity or severity of the issue, additional legal, public affairs, or specialized crisis communications support may also be appropriate. The most important factors are preparing in advance for various crisis scenarios—designating spokespeople, strategizing messaging with legal/risk-management, HR, and other departments as necessary. Implementation often involves responding quickly or deferring comment pending investigations, communicating accurately, and maintaining credibility.
14. Explain the difference between what is newsworthy and what we want to talk about.
Organizations are often closest to their own work and understandably view many developments as important. Journalists, however, evaluate stories through the lens of audience interest, timeliness, relevance, novelty, and broader impact. One of the PR professional’s roles is helping bridge that gap by identifying the aspects of a story that are most likely to resonate externally. We also discern whether the topic is a PR message to share with media or a business development message to share with your clients and prospects. Even if the topic would go to both audiences, the approach would be different.
15. Can you help us create news if we don’t have any?
While PR professionals cannot manufacture news, we can often help organizations identify stories, trends, milestones, research, partnerships, events, and thought leadership opportunities that may otherwise go unnoticed. Many organizations have more stories to tell than they initially realize. Because you do the work everyday, it may not seem monumental or different. We often hear, “It’s what everyone does.” Even if everyone does it, not everyone is talking about it. That’s where your PR partner comes in; we will notice things that are novel and interesting beyond your day-to-day.
16. How much access to our leadership team do you need? How much time will this take us?
Most successful engagements require regular but manageable access to leadership. The exact amount varies by organization, but we generally recommend periodic check-ins, timely responses to questions, and availability for important interviews or opportunities. Our goal is to maximize impact while minimizing demands on leadership’s time. We often see opportunities that might not warrant C-suite attention as ways to develop younger staff as future leaders of firms.
